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Career path:
Sept 2009 - Present
Sales Manager
House of Fraser (Westfield)
Sept 2008 - Sept 2009
Sales Manager
House of Fraser (Cardiff)
July 2005 - Sept 2008
Supervisor/MTP/Sales Manager
House of Fraser (Swindon)
Oct 2003 - June 2005
Sales Advisor
House of Fraser (Bristol)
- Name:
- Laura Waters
- Employer:
- House of Fraser
- Position:
- Sales Manager, Westfield
Q: What made you choose to join your current employer?
Initially I started at House of Fraser as a part-time sales advisor whilst at university. I developed a passion for retail and the diverse brands House of Fraser offer really appealed. House of Fraser have a fantastic development programme which has steered me throughout my career. At every stage, I've been given great opportunities and am supported with ongoing training.
Q: Describe some of the key tasks involved in performing your current role and the frequency with which you have to perform them.
As a sales manager within a fast-paced retail environment, every day brings new challenges and opportunities. People, product and presentation form the basic elements of my job. In order to be effective in my role, it is vital that I utilise the support functions available to me and engage with my sales team to deliver and exceed customer expectations.
Q: Describe how your job interacts with the rest of your team.
As a sales manager I have a team of 56 who report directly to me, so constant communication is vital, whether through the daily team brief, regular one-to-ones, personal reviews or training. We are only successful if the team are engaged and passionate about their role in the business.
It's also about interacting with the wider team; store managers, shopping centre management, our support centre colleagues, we all work together to get results.
Q: How would you describe the working culture of your current employer?
I am fortunate to work in an environment where I can influence and impact an ever-evolving brand and ultimately the customer experience. Westfield is currently experiencing great success and there is a great energy amongst the team.
Q: What career avenues do you hope to be able to pursue in the next: two years, five years & 10 years?
I've recently secured a position on the company's fast-track management programme which provides me with the support and development needed to progress to the next level. Within two years I hope to have successfully passed this stage and have secured a place on the MDP, which is the House of Fraser development programme for future store managers. It would be great in five years' time if I had worked my way through every level and reached my ultimate goal of having my own House of Fraser store. Watch this space...
Q: What do you like most about your current role and why?
Every day is different in a department store so there's enormous variety to my role and exciting ventures, such as the recent BIBA launch, create such a buzz around the store. Doing my job well enables me to positively impact my team, the brands and most importantly the customer experience. I am passionate about what I do and seeing the team achieving great results whilst exceeding the customers' expectations gives me a real sense of satisfaction.
Q: What did you/do you find hardest about your current role?
As a sales manager because of the pace and the competition within a retail business you have to be resilient and completely adaptable to any situation that may arise, which was a challenge in the beginning.
Q: How close do you think that the general public’s view of your employer to the reality?
House of Fraser is renowned for the brands it offers and our customers can experience luxury within an accessible department store environment. The brand has evolved dramatically and we definitely have that premium edge over our competitors.
Q: Would you recommend your employer to a friend and if so, why?
Definitely, I think House of Fraser offers so many opportunities in a variety of roles and if you're ambitious you'll be supported at every stage of your career. And as a constantly evolving business it's always an exciting place to work.
